CMI Workshop - Introduction to Club Marketing

Register Now!


Presented by the Ontario Branch

Wednesday, November 22 and Thursday, November 23, 2023*
10:00 am - 1:00 pm CMI Workshop 6 NE; CC = Membership and Marketing

*Attendees are required to attend both days to receive the requried credits.


Virtual via Zoom.

Workshop Description

As a key organizational function, marketing generates revenue and brand profiles for club organizations. In this session, attendees develop the foundational proficiencies required to identify new marketing opportunities, select target markets, and design marketing tactics to satisfy the needs and wants of consumers. Attendees will develop an understanding of marketing and its role in the delivery of services, the value of market research in understanding consumer needs, and the impact that can be made through various marketing strategies. 

Key areas of study during these sessions will include:

  • Introduction to Marketing (understanding the basics)
  • The Marketing Environment
  • Market Research and Analytics
  • Segmentation, Targeting and Positioning
  • Branding
  • Marketing Communications and Tools
  • Marketing Strategy and Best Practices

Learning Objectives:

  • Explain the role of marketing in the Club Industry to convey its importance as a key functional area.
  • Conduct a detailed environmental scan for a club/organization that highlights key trends, opportunities, and threats.
  • Explore various market research methodologies that can be used to make better business decisions.
  • Apply the process of segmentation, targeting, and positioning to reach target markets with the most potential.
  • Analyze the importance of branding in a successfully marketed product and service.
  • Evaluate the impact of various marketing channels present within the industry.
  • Compare and contrast different tools and approaches used in marketing communications to influence consumers.

Speaker Information

Shaun Tyler 

Shaun Tyler is a professor of marketing at Humber College within the Sport Management Program. As a PGA of Canada Class “A” professional and member of the Club Management Association of Canada, he has had exposure directly involving the marketing needs and efforts within the golf and club management space for over 20 years at both private and public facilities. Shaun’s passion for research and education in hospitality and service focuses on helping students and club staff apply newfound knowledge for immediate integration and benefit to themselves, the organization, and the industry as a whole. With a focus on marketing, this highly interactive course is directed at helping attendees gain meaningful insights and understand the importance of key marketing metrics, terms, and tools to utilize for success. Students will learn how to examine and select appropriate marketing strategies that ultimately lead to improved communication, notoriety, and brand recognition of the club and its offerings to current and potential members. This session will expose attendees to highly relevant, current, and practical marketing tactics specifically tailored for the Canadian club industry.

Registration Rates:

  • CMAC Member (Advanced registration until October 3): $395
  • CMAC Member (Regular registration after October 3): $495
  • Non-Member: $495

Click here to register.